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Fashion Marketing  Report Transcript

INTRODUCTION- When it comes to fashion, its not just about smart clothing but it's about grooming your personality as a whole. For example if you are wearing the best of ensemble but with a wrong combination of shoes or handbag, it will spoil the whole charm of your elegant dress. Thus, there is a need to maintain balance and harmony. Everything should go well with the other. It is the fashion designers that work on you as a whole and enhance your attractiveness from head to toe. Fashion industry is seeing a steep rise all over the world. As a result the career opportunities and competiveness between the people associated with the fashion industry are also increasing.

There are various career options available in the fashion arena like fashion designing, marketing, merchandising and fashion consulting. But there is difference between them as they differ in job profile, although they fall under the category of fashion industry itself. There is an increased demand for skilled and talented people for the above mentioned positions in the fashion world. Acquiring a fashion degree is an easy task as there are many institutes who offer the training, degrees & diplomas. But having studied or trained by recognized and authentic institutes hold more value. In a nutshell, fashion marketing is a profession that takes the latest trends and designs in clothing and communicates them to a target market in such a way that the consumer is not only aware of the product, but wants to and ultimately does buy the product.

A target market is a sector of the consumer market to which a company wishes to sell (i.e. market) its clothing. To fully know what fashion marketing is, it is important to understand that marketing does not stop at ads in magazines or commercials on TV. The world of marketing is just as dynamic as the world of fashion. Marketing clothing includes elements such as determining which stores the apparel should be sold in, what price the clothing should be sold for—all the way to how the in-store displays should look.

Fashion marketers often are as savvy about business as they are about fashion and popular culture. Fashion marketers are creative. At the core, the profession is about connecting with the image—the lifestyle—the consumer wants. For example, in the fashion industry, comfort, style, material, color, symmetry, and usability are just the beginning of a list of elements designers must consider when developing a line of clothing. Fashion marketers take the task a step further by determining the best way to promote the characteristics of the clothing to the consumer and to which group of consumers to promote it to. What a 65 year-old female is looking for from a piece of formal evening-wear is completely different from what a 21 year-old male wants from casual e Everyday wear.

Consequently, fashion marketers must stay abreast with the latest fashions as well as know what styles will be successful for a variety of occasions, age groups and demographics. Fashion marketers play an essential role within the fashion industry because they are the link between designers and the public. The success of a line of clothing does not rest solely on its design. Often, successful marketing is just as crucial, if not more so, to the line as the actual clothing itself. This is because marketing is the tool through which the designer identifies with the public, and the public identifies with the designer. Without this exchange, it would be difficult to establish the consumer base required to have a successful line of clothing. Ultimately, fashion marketing is a fun profession—changing and reinventing itself just as often as the clothes it promotes. It integrates the artistic nature of fashion with the creative aspects of business—making for a highly rewarding career to the ambitious and innovative.

FASHION IN INDIA India has a rich and varied textile heritage, where each region of India has its own unique native costume and traditional attire. While traditional clothes are still worn in most of rural India, urban India is changing rapidly, with international fashion trends reflected by the young and glamorous, in the cosmopolitan metros of India. Fashion in India is a vibrant scene, a nascent industry and a colorful and glamorous world where designers and models start new trends every day. While previously a master weaver was recognized for his skill, today a fashion designer is celebrated for his or her creativity. Young urban Indians can choose from the best of East and West as Indian fashion designers are inspired by both Indian and western styles. This fusion of fashion can be seen on the streets and ramps of the fashionable cities of India.

Fashion in India is also beginning to make its mark on the international scene as accessories such as bindis (red dots worn on the forehead), mehendi (designs made by applying henna to the palms of the hands and other parts of the body) and bangles, have gained international popularity, after being worn by fashion icons like the pop singers Madonna and Gwen Stephani. Fashion in India has become a growing industry with international events such as the India Fashion Week and annual shows by fashion designers in the major cities of India.

The victories of a number of Indian beauty queens in International events such as the Miss World and Miss Universe contests have also made Indian models recognized worldwide.

Fashion designers such as Ritu Kumar,

Ritu Beri, Rohit Bal, Rina Dhaka, Muzaffar Ali, Satya Paul, Abraham and Thakore,

Tarun Tahiliani,

JJ Valaya and Manish Malhotra are some of the well known fashion designers in India. Fashion in India covers a whole range of clothing from ornate clothes designed for wedding ceremonies to prêt lines, sports wear and casual wear. Traditional Indian techniques of embroidery such as chikhan, crewel and zardosi, and traditional weaves and fabrics have been used by Indian designers to create Indo-western clothing in a fusion of the best of East and West. Traditional costumes in India vary widely depending on the climate and natural fibres grown in a region. In the cold northern state of Jammu and Kashmir, people wear a thick loose shirt called a phiran to keep them warm.

In the tropical warmth of south India men wear a sarong like garment called the mundu,

while women drape 5 meters of cloth around their bodies in the graceful folds of the saree.

Sarees are woven in silk, cotton and artificial fibres. Kanjivaram, Mysore, Paithani, Pochampalli, Jamdani, Balucheri, Benarasi,

Sambalpuri, Bandhini are some varieties of beautiful sarees from different regions of India. In the dry regions of Rajasthan and Gujarat men wrap and twist a length of cloth in the form of a dhoti around their lower limbs and a shirt-like kurta above. Colorful turbans complete the picture. In the northeastern regions the tribal communities such as Khasis,



Manipuris and Arunachalis wear colorful woven sarong-like clothing and woven shawls that represent the identity of each tribal group. In urban India the salwar kameez and the churidar kameez,are commonly work by women and the saree is worn on formal occasions. Men wear kurtas and pajamas, 

or a sherwani for formal wear. Western wear such as shirts and trousers are commonly worn by men across India. Jeans,

T-shirts, capris, bermudas and various kinds of casual clothing are worn by the young and the young at heart, who are the trendsetters of fashion in India. Fashion in India is continuously evolving as new designers from leading institutes such as the National Institutes of Fashion Technology continue to redefine the meaning of Fashion in India

• Abhas – Traditional Costume of Kutch Region

• American Diamond Jewellery So Cultured!

• The Warm Ring of Bangles

• Batik – In Vogue Around the World

• Beachwear - Bare Necessities

• Bina Ramani’s Collection -

Ancient Fabrics Modern Designs

• Bindis - Traditional and Trendy

• Imprints – Of Block And Screen

• Block Printing - Creating Cotton Cloth Block by Block

• Calligraphic Fashions

• Chaniya Choli - The Old Look Is New Again

• Chennai Fashion

• Classic Creations Sensational Styles

• Cotton Knitwear - Stretching Styles

• Indian Dupatta – From Behind the Veil

• Goa Fashion - ‘Roll’ Models in the Sand!

• Coiffures - Curls And Chignons

• Indian Bride - Beauty from Head to Toe

• India's Textile Riches

• James Ferreira - The High Priest of Fashion

• Jute Fabric - Wear a Designer Sack

• Khadi - The Fabric of Freedom and Fashion

• Cold Knockouts – Knitwear Industry in India

• Kutir - Creating Clothes with a Message

• Leather Garments - Classic Chic

• Lehngas – From the Royal Courts to the Wedding Altar

• Lester Manuel - A Stitch in Time • Lycra - The Cling Thing

• Men’s Wear - The Formal And the Casual

• Naga Looms Capture Western Styles

• Outrageous Outfits from the World of Haute Couture

• Pachchikam Jewellery

• Paithani Saris - Weaving a Golden Legacy

• Glitz and Glamour – Pallavi & Bharavi Jaikishan

• Parsi Sarees - Prized Possessions

• Patola Silk - Ethnic Flair

• Pawan Aswani - Blazing Bolder Trails

• Phulkari – Creative and Collectible

• The Kundan Collection – Rajasthani Jewellery

• Rings – Attractive Accessories

• Indian Salwar Kameez - Creating Oriental Fantasies

• Saree - The Six Yard Wonder

• Scarves – Get a Head Start

• Sharbari Datta - Ethnic Chic

• Shawls –The Mantle of Warmth

• Silk – Smooth and Sensuous

• Traditional Symphonies

• Trousseau of the Indian Bride

• Woollen Wonders

• Xerxes Bhathena – Star Designer

• Accessories - Give the Finishing Touch

• Ahmedabad- The streets are strew with bargains

• Dilli Haat- Rural market urban setting

• Textile- Silken dream INDIAN FASHION TAKES ON THE WORLD! Indian fashion has come a long way. Gone are the days when Indian 'kurtas' and 'Om shirts' were seen only on the hippies of the 60s and 70s. Fast-forward to January 2000, La Semaine de la Haute Couture, Paris where India's golden girl, Ritu Beri presented her Summer 2000 collection. Or we have Wendell Rodricks and Anita Dongre, having the honour of being the first Indian designers to present their creations at the world's largest prêt-a-porter fair in Germany, IGEDO. The appeal of these designs probably lies in the fact that they are essentially Indian in spirit, but global in wearability and concept.

The last decade has been very significant for the Indian fashion industry. Not only has it grown rapidly, but there has also been a revival of traditional Indian fabric and embroidery. India has made its mark abroad and has gained recognition internationally. In a world, where Paris, Milan and New York dictate fashion, India is perhaps the only last surviving country in touch with its natural handcrafted techniques. Its rich textile legacy is not showcased in museums, but in the hands of its surviving 16 million artisans. Worldwide, designers are impressed with the detailed craftsmanship of Indians when it comes to embroidery, weaving of fabric or unique block print styles. From beading to sequin work, the richness of traditional fabrics, designs and colour with a modern techno feel gives it a whole new interpretation that is appreciated all over the world. It is a well known fact that, renowned fashion houses like that of Giorgio Armani, Ferre, Valentino, Oscar de la Renta, Christian Lacroix, Emmanuel Ungaro, Jean Paul Gaultier, etc contract various Indian artisans and designers to hand-embroider their creations which are ultimately priced at a few thousand dollars! Businesses of embroidery houses have grown by over 20% a year on account of the growing demand for hand embroidery.

Most of the big time exporters who supply fashion houses maintain strict confidentiality. Karigars are employed exclusively for them and a lot of crystal work is used in not so Indian floral and contemporary patterns. Take Razia Gandhi, the embroidery doyen who has dressed the likes of Hillary Clinton, Catherine Zeta Jones, Princess of Wales and Sharon Stone. She is the woman behind all the biggest labels in the world with her embroidery skills and her talented team of handpicked karigars. Ritu Beri has been the only Indian designer to present her collection during the haute couture week in Paris recently and she is soon to have another show there. Her presentations gave the French fashion connoisseurs a glimpse into mystical India.

The Parisiens were abuzz with exclamations and praises of the rich display of luxurious bandhini silk, brocade and the prevalent use of Mogul motifs incorporated beautifully into sarongs, tunics and flared pants. Much appreciated were the woven fabrics like patola from Gujarat and bagh from Punjab. Hollywood's Nicole Kidman even wished to wear her creation at the premiere of her movie "Moulin Rouge". With Mounir Moufarrige to market her designs abroad, she is soon going to have exclusive showings in stores like Bergdorf for the Royal families of Monaco, Jordan and a host of other Hollywood stars. Then there's Ritu Kumar, who presented her traditional couture lines for charity in Times Square, New York. Ritu's unique designs translate the ancient traditions of artisans into contemporary ones. Her Tree of Life collection showcased in New York, used textiles like khadi and techniques like chikankari, bandhej and block printing. Celebrities like Jemima Khan and the late Princess Diana flock to her exclusive boutique in the UK and don her creations. Bina Ramani merged the Indian and Western identities to kick off the current global fusion fashion. Her accessories of delicately embroidered bags, stoles and traditional jewellery created a rage all over the world and made headline news in the Spanish version of fashion magazine Vogue. Her forte is rescuing antique fabrics; old saris and garments that are vintage but yet have a modern look.

Her designs are retailed in Paris, London, and the US. Designers from all over come to India to seek inspiration for their designs. Jean Paul Gaultier drew up a whole collection called "Indian Chiaroscuro" which reflected Indian textiles and designs beautifully. Armani has used trouser-tunic sets along the lines of "salwar kameez". And then you have Abu Jani- Sandeep Khosla, who can be considered the first names that made it big and gained international success. Their immense talent led to their creations being displayed at Harrods. Dame Judi Dench was so impressed by their intricate designs that she chose to wear a cream creation for the Oscars in 1999 and so did Lindy Hemmings, who was nominated for Best Costume Designer.

This year too for the Oscars, Hemmings wore a red ensemble designed by the duo. The beautiful Sophie Marceau wore two of their creations in the Bond flick "The World Is Not Enough". They even cater to Dame Maggie Smith and Baroness Marie- Chrisitine of Kent. Even Julia Roberts is to be part of their clientele soon. Now, Abu and Sandeep are planning to retail their clothes in Palm Beach, Los Angeles and New York. US celebrity client Jacqueline Lundquist is planning to organise an event of Indian designers' clothes across America. An awards ceremony is being organised in New York with Mumbai designers Neeta Lulla, Suneet Verma, etc with their spectacular clothes amidst Hollywood celebrities like Sharon Stone and Steven Seagal. Speaking of celebrities, bombshell Pamela Anderson is to wear an outfit by none other than our very own Rohit Bal, for her support advertisement in aid of the PETA Group. He conjured up a mix of old and new with a Kamasutra inspired choli blouse and a faux leather costume. He plans to take trunk shows to London and five cities in the US this summer. Hemant Trevedi's gowns have also impressed Ms. Anderson.

With so much of international exposure in just two years, it looks like Indian fashion is soon coming out of the closet. So look out world! Here they come! INDIAN FASHION ON SHOW - INDIAN FASHION DESIGNERS India's IT gurus may be all the rage in the business world, but the nation's fashion designers are also forging a growing global reputation. You probably didn't notice the clothes worn by stunning French star Sophie Marceau in the latest James Bond movie, `The World Is Not Enough'. According to one review, "Marceau appears spectacular ... (Her) almost bare body in an embroidered shawl is very feminine. Her diaphanous gold salwar-kameez is elegant". Who is responsible for the Marceau look in the movie? Two Bombay-based designers -- Abu Jani and Sandeep Khosla. Marceau is a regular visitor to "Also" in London, a garment shop promoted by the Indian duo. Dame Judi Dench, who also starred in the Bond movie, wears clothes designed by the pair. Indeed, she wore a gown designed by Abu-Sandeep when she went to receive her best supporting actress award at the Oscars last year for her role in "Shakespeare in Love".

Abu-Sandeep are not the exception in popularising Indian designs. Lecoanet-Hemant, one of the top labels in the world of fashion, is promoted by the Delhi-born Hemant Sagar. He and partner Didier Lecoanet have launched the fashion house's spring-summer 2000 collection based on the traditional designs of Orissa, an eastern Indian province. Having conquered the French markets, Lecoanet-Hemant is now looking to expand beyond Europe. Europe aside, Indian designers are targeting South East Asia and North America, particularly in places where large numbers of ethnic Indians live. Indian designers recently organised a fashion show in Hong Kong as part of a sales promotion. In addition, foreign designers are increasingly turning to India as a major source of exquisite textiles, rich embroidery fabrics and unique embellishments.

Designers such as Jean-Paul Gaultier has been using Indian fabrics, designs and cuts to enhance his Western fashion collections. He looks at India as a source of new styles and unique craftsmen. India is a major exporter of fabrics and accessories, offering competitive prices and short delivery schedules. Talk to any garment exporter in India and you will find references to "a heavy booking season" and that "buyers are in town". Who are these buyers? Next and Top Shop of the United Kingdom, Federated Stores, R.H. Macy's and Target to name a few. Indian garment and fabric industries have several major factors working in their favour: the cost of manufacturing and raw materials, and a vast and relatively inexpensive skilled work force. In the fabrics segment, an international move towards eco-friendly fabrics such as pure cottons, linens and silks has helped India. Surat, in the western state of Gujarat, is the source for an amazing array of jaquards, moss crepes and georgette sheers -- fabrics used to create those dazzling silhouettes seen on the ramps of the hottest fashion shows. Another Indian fabric design that has made its name is "Madras check". Originally used for the ubiquitous "lungi", a simple lower body wrap worn in southern India, this pattern has now made its way on to bandannas, blouses, bags and home furnishings. Much of this manufacturing activity occurs in small towns such as Chapa, in the eastern state of Bihar, where fabric production is a family industry.

The variety and quality of raw silks churned out here belie the crude production methods and equipment used. Indian apparel exports (US$) 1990 2494.5 million 1991 2401.5 million 1992 2883.1 million 1993 3466.6 million 1994 4421.9 million 1995 4473.5 million 1996 4792.1 million 1997 4863.6 million 1998 4912.3 million 1999 5134.0 million 2000 5342.8 million 2001 5412.5 million 2002 5523.0 million 2003 5697.4 million 2004 5764.0 million 2005 5839.7 million 2006 5973.6 million 2007 6086.4 million 2008 6135.7million 2009 6346.5million ORNAMENTS OF INDIAN FASHION : NOSE PIN: More common than a nose ring, both are symbols of purity & marriage, though today many unmarried Indian girls wear this adornment. NECKLACE: These are very popular fashion accessories across India amongst girls and women of all ages. Necklaces are made of a variety of materials, ranging from glass beads to gold and diamonds. One special necklace is the mangalasutra, worn only by married Indian women.

It is the Indian equivalent of the western wedding ring. Traditionally a woman wore it during her wedding ceremony and took it off only if her husband died. BANGLES: Worn on the wrist, bangles are believed to be protective bands and women always wore them as symbolic guards over their husbands. As with other ornaments, bangles today are worn by women of all ages all over India and are made of silver, gold, wood, glass, and plastic, among other materials EAR RINGS: Rings, studs and other ornaments worn in the ears are popular all over the country. In fact, a girl's ears are usually pierced before her first birthday. Other important ornaments are finger rings, toe rings and anklets. Rings for the fingers are again, of various materials and designs and worn by unmarried and married women. Since the ring has become a common adornment,

it is no longer considered a symbol in Indian marriages. POPULAR FASHION BRANDS Today, the average consumer is bound to get confused while shopping because of the extensive cutthroat competition in the market. For every product there are large varieties of top Indian and international fashion brand players flooding the fashion world. Out of these distinct popular fashion brands some are indicative of quality and rich craftsmanship and thus demand a higher price. Side by side to the quality products we have some brands that follow the designing of hi class products but the quality is compromised. This category is particularly meant for those who cannot afford expensive quality items but wish to copy the styling. Some of the popular brand names of fashion world are Nike, Nakshatra, Titan, Levis and Wrangler, Bausch and Lomb, Tommy Hilfiger and Adidas. Among the other top fashion international brands we have Ralph Lauren, Marks Spensor and Christian Dior. Bausch and Lomb is a brand eyewear just perfect for eye care. Nike is the other name for comfort so if you buying shoes for yourself shop something that you feel can take care of your feet.

In apparel section, we have designer clothes by famous fashion designers that are selling like real hot cakes but then they are definitely expensive like Tommy Hilfiger, Marks Spencer, Peter England, Ralph Lauren Polo brands. These designer funky ensemble collections are expensive but act as a symbol of passion and courage. They enhance your personality and make you feel more confident about yourself. TOP INDIAN & INTERNATIONAL DESIGNERS TOP TEN INTERNATIONAL FASHION DESIGENERS:











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